US9311660B2 - Hot spot use in advertising - Google Patents
Hot spot use in advertising Download PDFInfo
- Publication number
- US9311660B2 US9311660B2 US14/187,151 US201414187151A US9311660B2 US 9311660 B2 US9311660 B2 US 9311660B2 US 201414187151 A US201414187151 A US 201414187151A US 9311660 B2 US9311660 B2 US 9311660B2
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- Prior art keywords
- call
- action
- mhdd
- enablers
- hot
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0267—Wireless devices
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the invention relates to advertisements (ads) and content viewing on wireless enabled mobile handheld display devices (MHDDs). More specifically, the invention relates to the delivery of large targeted ads to MHDDs, and to providing the capability for client specific responses and feedback with regard to these ads.
- MHDDs mobile hand held display devices
- Providing selective delivery of focused advertisements (ads) to different groups of target mobile viewers with wireless enabled MHDD users in the total population is becoming more and more important and valuable.
- the ads and their content must be delivered to the MHDDs, and responses are collected back, using interactive call-to-action enablers, such as switches or inserts instantiated on the display of the MHDDs.
- FIG. 1 is a block schematic representation of an MHDD display that shows a prior art instantiation 100 of the call-to-action enablers on the display screen 102 of the MHDD 100 .
- the call-to-action enablers such as Click-to-Call, Click-to-Browse, Click-to-Jump page, Click-to-Message, Click-to-Mail, Click-to-Bookmark, Click-to-Share, Click-to-Video, Click-to-Ad Unit, Click-to-Download, etc. are instantiated switches 111 and 112 and inserts 113 that take up space 104 on the display screen 102 , thus limiting the space available 103 for display of the ad.
- the ads that have to be delivered are becoming more elaborate and require larger viewing area for full assimilation. This has limited the area available for response enablers to be instantiated on the handheld displays. This creates a problem because the return on investment for ads is closely related to the collected and compiled responses from the MHDD users, which provides development and updating capability for focusing the ads. Hence, the capability to respond to ads using preferred interaction methods and collection of their response to advertisements is of utmost importance. A capability for end-to-end user interaction with ads would be essential to enhance the impact of the ads. A capability that maximizes the viewing area while providing for end-to-end user interaction with the ads via the user's preferred response method would be an advantageous solution that would enhance the ads' effectiveness and return.
- FIG. 1 is a block schematic representation of an MHDD display that shows a prior art instantiation of the call-to-action enablers on the display screen of the MHDD;
- FIG. 2 is a block schematic representation of an MHDD display that shows hot-spots instantiated on the displayed ad in accordance with the invention
- FIG. 3 is a flow chart showing the use of transparent hot-spots to make the full display screen available for ad display, while still providing the capability for customer interaction and feedback, according to the invention.
- FIG. 4 is a block schematic diagram of a machine in the exemplary form of a computer system within which a set of instructions for causing the machine to perform any one of the herein disclosed methodologies may be executed.
- the response method options typically provided to a user of an MHDD can include, for example, Click-to-Call, Click-to-Browse, Click-to-Jump page, Click-to-Video, Click-to-Ad Unit, Click-to-Message, Click-to-Mail, Click-to-Bookmark, Click-to-Share, Click-to-Download, etc.
- Click-to-Call Click-to-Browse
- Click-to-Jump page Click-to-Video
- Click-to-Ad Unit Click-to-Message
- Click-to-Mail Click-to-Bookmark
- Click-to-Share Click-to-Download
- earmarking certain areas of the ad real estate with mobile specific calls-to-action is needed. These earmarked areas of the ad associated with call-to-action enablers, specifically for different device resolutions, and target groups of mobile consumers.
- the converted ads can be enabled for end-to-end interaction with full capabilities for display on MHDDs 101 .
- FIG. 2 is a block schematic representation 200 of an MHDD display that shows hot-spots instantiated on the displayed ad to allow the maximization of the area for ad display, while providing the capabilities to the user for preferred choice of interaction.
- transparent markers or hot-spots 211 , 212 , and 213 that have user specific call-to-action enablers for activities associated with them, typically on the ad images within the ads, the available space for display 203 for the ad on the display screen 102 of the MHDD 101 can be maximized. This is done by eliminating the switches and inserts 111 , 112 , 113 of the prior art and thus saving the area 104 necessary on the screen 102 for their instantiation. Because the hot-spots 211 , 212 , 213 can be made transparent they do not restrict the viewing of the full ad display on the display screen 102 of the MHDD 101 .
- the transparent hot-spots 211 , 212 , and 213 attached to the various components of the ad can be assigned a preferred set of different calls-to-action for the user of the MHDD 101 , based on user preferences stored on the MHDD 101 .
- the preferred call-to-action can be chosen from the list of call-to-action enablers, e.g. Click-to-Call, Click-to-Browse, Click-to-Jump page, Click-to-Message, Click-to-Video, Click-to-Ad Unit, Click-to-Mail, Click-to-Bookmark, Click-to-Share, or Click-to-Download, all of which can also be downloaded on to the MHDD.
- a processor on the MHDD selects the call-to-action enablers to be used. This selection is based on the pre-stored preference of the user on the MHDD 101 .
- Ads having a transparent marker or hot-spot 211 , 212 , 213 are downloaded by the MHDD 101 .
- a processor on the MHDD 101 enables the association of the chosen call-to-action with the hot-spots instantiated on the ad, modifying the ad for dynamic customer interaction. During viewing of content, the ad is rendered and displayed at an appropriate ad spot within the content stream.
- the complex images and ads created by the studios and other ad agencies for specific ad campaigns can remain essentially unaltered and use the maximum allowed area 203 of the display screen 102 of the MHDD 101 for display of the ad. This is achieved by eliminating the area 104 on the display screen 102 used in the prior art to instantiate the switches 111 , 112 and insert 113 (see FIG. 1 ).
- a key difference being that the non-interactive ad image is now made into an interactive image that includes the transparent hot-spots assigned to the set of user preferred call-to-action enablers for activity generation within the image itself.
- the user of the MHDD 101 can, for example, move a cursor over the image to a region containing a transparent hot-spot 212 , making the hotspot 212 visible and enabled for a preferred call-to-action activity, thereby initiating that preferred activity and interacting with the ad displayed on the display screen 102 .
- FIG. 3 is a flow chart 3000 showing the use of transparent hot-spots to make the full display screen available for ad display, while still providing the capability for customer interaction and feedback.
- a targeted ad 203 developed for a target users, and having assignable transparent hot-spots 211 , 212 , 213 is downloaded by the MHDD 101 .
- the ad 203 contains both dynamic and static components covering the message to be conveyed (S 3001 ).
- the available call-to-action enablers are downloaded by the MHDD 101 (S 3002 ).
- the processor on the MHDD 101 checks the call-to-action enablers against the known preferred modes of activity of the target user of the MHDD 101 , and chooses the preferred call-to-action enablers from the available downloaded call-to-action enablers (S 3003 ).
- the processor also associates the chosen call-to-action enablers with the appropriate hot-spots 211 , 212 , 213 on the ad, making the non-interactive ad into an interactive ad (S 3004 ).
- the ad 203 is rendered and displayed on the screen 102 of the MHDD 101 (S 3005 ).
- the use of the transparent hot-spots 211 , 212 , 213 assigned to the call-to-action enablers eliminates the need to have switches and inserts 111 , 112 , 113 instantiated separately on the screen using up area 104 . This allows the whole display screen 102 to be used for the ad 203 display.
- the user is enabled to interact with the ad 203 using the hot-spots 211 , 212 , 213 on screen to provide the required call-to-action activity and feedback (S 3006 ).
- this method of using transparent hot-spots 211 , 212 , 213 within the ad 203 enables user interaction and feed back, while allowing the use of the whole display screen 102 of the MHDD 101 for the ad 203 display.
- a transparent hot-spot or a marker within the ads provides the best solution for maximizing the display area for the ad 203 within the total available display area 102 of the MHDD 101 , while providing for all the preferred modes of end-to-end response to the consumer.
- FIG. 4 is a block schematic diagram of a machine in the exemplary form of a computer system 1600 within which a set of instructions for causing the machine to perform any one of the foregoing methodologies may be executed.
- the machine may comprise or include a network router, a network switch, a network bridge, personal digital assistant (PDA), a cellular telephone, a Web appliance or any machine capable of executing or transmitting a sequence of instructions that specify actions to be taken.
- PDA personal digital assistant
- the computer system 1600 includes a processor 1602 , a main memory 1604 and a static memory 1606 , which communicate with each other via a bus 1608 .
- the computer system 1600 may further include a display unit 1610 , for example, a liquid crystal display (LCD) or a cathode ray tube (CRT).
- the computer system 1600 also includes an alphanumeric input device 1612 , for example, a keyboard; a cursor control device 1614 , for example, a mouse; a disk drive unit 1616 , a signal generation device 1618 , for example, a speaker, and a network interface device 1628 .
- the disk drive unit 1616 includes a machine-readable medium 1624 on which is stored a set of executable instructions, i.e., software, 1626 embodying any one, or all, of the methodologies described herein below.
- the software 1626 is also shown to reside, completely or at least partially, within the main memory 1604 and/or within the processor 1602 .
- the software 1626 may further be transmitted or received over a network 1630 by means of a network interface device 1628 .
- a different embodiment uses logic circuitry instead of computer-executed instructions to implement processing entities.
- this logic may be implemented by constructing an application-specific integrated circuit (ASIC) having thousands of tiny integrated transistors.
- ASIC application-specific integrated circuit
- Such an ASIC may be implemented with complementary metal oxide semiconductor (CMOS), transistor-transistor logic (TTL), very large systems integration (VLSI), or another suitable construction.
- CMOS complementary metal oxide semiconductor
- TTL transistor-transistor logic
- VLSI very large systems integration
- Other alternatives include a digital signal processing chip (DSP), discrete circuitry (such as resistors, capacitors, diodes, inductors, and transistors), field programmable gate array (FPGA), programmable logic array (PLA), programmable logic device (PLD), and the like.
- DSP digital signal processing chip
- FPGA field programmable gate array
- PLA programmable logic array
- PLD programmable logic device
- a machine-readable medium includes any mechanism for storing or transmitting information in a form readable by a machine, e.g. a computer.
- a machine readable medium includes read-only memory (ROM); random access memory (RAM); magnetic disk storage media; optical storage media; flash memory devices; electrical, optical, acoustical or other form of propagated signals, for example, carrier waves, infrared signals, digital signals, etc.; or any other type of media suitable for storing or transmitting information.
- the invention disclosed herein may be embodied in software designed to execute on a specific hardware platform, firmware, hardware, or any combination thereof.
Abstract
Description
Claims (5)
Priority Applications (1)
Application Number | Priority Date | Filing Date | Title |
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US14/187,151 US9311660B2 (en) | 2008-02-11 | 2014-02-21 | Hot spot use in advertising |
Applications Claiming Priority (4)
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US6525808P | 2008-02-11 | 2008-02-11 | |
US12/368,141 US8510661B2 (en) | 2008-02-11 | 2009-02-09 | End to end response enabling collection and use of customer viewing preferences statistics |
US13/078,297 US8701051B2 (en) | 2008-02-11 | 2011-04-01 | Hot spot use in advertising |
US14/187,151 US9311660B2 (en) | 2008-02-11 | 2014-02-21 | Hot spot use in advertising |
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US13/078,297 Continuation US8701051B2 (en) | 2008-02-11 | 2011-04-01 | Hot spot use in advertising |
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US20140172578A1 US20140172578A1 (en) | 2014-06-19 |
US9311660B2 true US9311660B2 (en) | 2016-04-12 |
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Families Citing this family (13)
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US8701051B2 (en) * | 2008-02-11 | 2014-04-15 | Goldspot Media, Inc. | Hot spot use in advertising |
US8510661B2 (en) * | 2008-02-11 | 2013-08-13 | Goldspot Media | End to end response enabling collection and use of customer viewing preferences statistics |
US9189794B2 (en) * | 2008-02-11 | 2015-11-17 | Goldspot Media, Inc. | Method and apparatus for maximizing brand exposure in a minimal mobile display |
US10289267B2 (en) * | 2011-09-09 | 2019-05-14 | Facebook, Inc. | Platform for third-party supplied calls-to-action |
US8935237B2 (en) | 2011-09-09 | 2015-01-13 | Facebook, Inc. | Presenting search results in hierarchical form |
US20130198016A1 (en) * | 2012-01-17 | 2013-08-01 | Suren Ter-Saakov | Method and system for cross-authorization for online transactions |
CN102970343B (en) * | 2012-10-31 | 2015-04-08 | 小米科技有限责任公司 | Method and device for displaying push information |
US20140188611A1 (en) * | 2012-12-27 | 2014-07-03 | Google Inc. | Combination of multiple advertisements in an ad slot on a network accessible device |
US9706346B2 (en) | 2013-10-18 | 2017-07-11 | Apple Inc. | Mobile device with applications that use a common place card to display data relating to a location |
CN104679906B (en) * | 2015-03-24 | 2019-08-20 | 上海臻客信息技术服务有限公司 | The method and system of link are generated using picture |
CN109669999A (en) * | 2018-11-09 | 2019-04-23 | 口碑(上海)信息技术有限公司 | The generation method and device in interest region, storage medium, electronic device |
US11250462B2 (en) | 2019-04-18 | 2022-02-15 | Benjamin D. Smith | System and method for trading and tracking digitized coupons |
CN114153535B (en) * | 2021-11-12 | 2024-04-05 | 上海尚往网络科技有限公司 | Method, apparatus, medium and program product for jumping pages on an open page |
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US8701051B2 (en) | 2014-04-15 |
US20140172578A1 (en) | 2014-06-19 |
WO2012135684A3 (en) | 2014-05-08 |
WO2012135684A2 (en) | 2012-10-04 |
US20110178875A1 (en) | 2011-07-21 |
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